If we jump from Observation to Solution, we risk making a Surface-level move, which may lead to > Small market share increase > Short-term benefit and > High-pressure.
This is an incremental step, which may see an increase in market share. However, this is only a short-term benefit, as often, incremental innovations are easily replicated, hard to protect, and competitors easily level the playing field.
By instead investigating the answers, at every stepdigging deeper, we open up the opportunity to reveal a Deep User Insight.
This then becomes our internal process, and since we have insight as to WHY certain Surface-level behaviour is true, the output is an offering that is harder to replicate.
In creating Deep User Insights, asking questions is just one method. There are many methods, including longitudinal interviews, semi-structured interviews, and observation.